Now, new research suggests the problem of illegitimate posts may be even more widespread. According to this new study, more than one-third of all social media comments on certain controversial topics may actually be generated from artificial sources such as “pay-per-click” sites, “content farms,” “robot” responders and others with a financial interest in the debate.

KDPaine & Partners recently analyzed more than 300,000 tweets, comments and posts about three health topics that have been generating a high volume of online buzz: childhood vaccinations, genetically modified foods (GMOs) and the use of high fructose corn syrup. The results of the analysis are somewhat startling, and they certainly cast a shadow on how reliably social media platforms truly reflect the opinions of valid, independent consumers.

“The media often gauge the level of interest a topic has by the amount of discussion that topic generates, so they focus on places like Facebook and Twitter in the false belief that is where the main debates are taking place,” said Katie Delahaye Paine, CEO of KDPaine & Partners. “Unfortunately, less than ethical marketers and pay-for-post operators have beaten them to it artificially raising the volume on certain issues like the ones we tested. The real conversations are taking place in smaller, focused online communities.”

In fact, researchers found that the greatest level of true engagement and discourse on these topics took place among those who participate moderately on forums or blogs. Rather than taking extreme or unyielding positions, or pommeling others with argument after argument, these medium-level posters in the study participated in thoughtful dialogues and exchanged informed opinions on subjects ranging from organic farming to physical fitness when weighing in on GMOs, vaccines and corn syrup.

So, when trying to gauge public sentiment related to a product or service, marketers would be wise to take certain hotbeds of online controversy with a grain of salt.